Diageo has unveiled a first-of-its-kind 90% paper-based bottle trial for its Johnnie Walker Black Label whisky brand.
Created in partnership with PA Consulting, it is the drinks giant’s first paper-based 70cl bottle trial in the on-trade. Beginning tomorrow, the trial will assess how bartenders interact with and pour from the bottle, and how the bottle fares in a bar environment. A total of 250 paper-based bottles will be used at the Johnnie Walker Princes Street’s 1820 bar in Edinburgh, with the trial expected to run until mid-October.
This will be the second paper-based bottle trial from Diageo and PA, following the Baileys paper-based bottle mini format (80ml) trial, using a similar Dry Molded Fiber innovation at the Time Out Festival in Barcelona earlier this year.
Diageo noted that the design team had taken learnings from the technical aspects of the miniature format to make a larger and more complex shape for its Johnnie Walker brand. The bottle’s design retains the square shape of Johnnie Walker Black Label, whilst enhancing the premium appeal with facets cut into the sides of the bottle and embossing of the Striding Man on the bottle and closure.
The bottle is made from 90% paper and a thin plastic liner. The technology makes the paper-based bottle approximately 60% lighter, with initial external life cycle analysis on the prototype showing an up to 47% potential reduction in carbon emissions compared to the Johnnie Walker Black Label glass bottle equivalent.
Jennifer English, Johnnie Walker Global Brand Director, said: “We are constantly pushing the boundaries of innovation to not only deliver the premium quality and iconic design our customers expect from us, but to do so in a way that reflects our sustainability ambitions.
“The paper-based bottle trial for Johnnie Walker Black Label marks a significant step forward in our journey. This test allows us to explore new packaging in the high-intensity environment of the on-trade. We are pioneering new packaging solutions and shaping the future of the industry.”
